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News&ViewsreportCreative translation or Transcreation:Cultural Adaptation for Foreign MarketsBy Mladen Stojak, Managing Director, Ciklopea d.o.o.If you observe the most successful companies in the world,you’ll easily notice one of their common characteristics: they’re allvery good at localization. This is the basic action that enables companiesto be successful in repackaging their products and services forforeign markets, while preserving their instantly recognizable branding.Localization isn’t a novelty exercise in this day and age. It’s abusiness necessity. To succeed in the global marketplace, you needto speak to your customers as they speak to each other. If you needyour message to be seen, understood and accepted in as many languagesas possible this is where the art of creative translation or Transcreationcomes into play.Transcreation is much more than standardtranslationAd copy and Marketing text are the most common areas where Transcreationis employed to deliver meaning and message, since wordfor word translation without cultural or social context can often lead tomisinterpretation, or at worst, embarrassment. You can’t simply reproduceyour ad copy or marketing word-for-word in a foreign languageand expect the same outcome. Many companies have tried, with disastrousand sometimes amusing results.Transcreation combines the science of translation with the artof interpretation. It’s about preserving the intended meaning of yourmessage across vastly different linguistic and cultural environments.Transcreation reaches far beyond standard translation services,creatively adapting your communications to achieve the sameeffect in multiple languages.Where to begin with foreign languagemarketing?At the beginning your company faces some important questions beforeit embarks on a marketing venture abroad. How much of yourcampaign do you intend to translate? How many channels will yoube targeting, e.g. web, print, TV, radio? Which investments are likelyto bring the greatest returns in a society very different from your own?Answering these questions will be difficult, but getting them wrongcan turn your campaign into an expensive misadventure.Emphasize the purpose of the textSo when should you consider Transcreation? The simple answer is;anywhere you’ve employed a creative copy writer to convey a conceptor to motivate your audience to action. Transcreation is the onlyway to preserve the creative investment you make in your originaltext and ensure that localized versions are both culturally sensitiveand relevant to your target audience. As a client, you have to emphasizethe purpose of the text to your LSP in order to succeed. IgnoringTranscreation is one of the biggest risks you can take in a foreignmarket. A failed translation campaign is a waste of money. At worst,you’re faced with a PR catastrophe that does irreparable damage toyour brand. Some of the world’s top companies have lost billions inmarket share as a result of translations gone horribly wrong. Investingin professional Transcreation services protects your company fromthe nightmare scenario.What are the benefits?Transcreation services are perfect if you want to send targeted, informativecopy to people around the world quickly. Perhaps you’vehad particular success in an advertising campaign and are keen toexpand this into different countries.The engagement of language experts is essential here. In orderto deliver the best results all of creative translation projects shouldbe performed by translators with native knowledge of both sourceand target culture and supervised by managers experienced in creativetranslation and dedicated to the excellent customer service.When American fast food giant Kentucky Fried Chickenopened their first restaurant in Beijing in 1987, they accidentallytranslated KFC’s famous slogan, “Finger-lickin’ good” to“We’ll Eat Your Fingers Off!” in ChineseBoth Clairol and the Irish alcoholic drink Irish Mist did notproperly consider the German language when they launchedtheir products there. Clairol’s hair-curling iron “Mist Stick” andthe drink “Irish Mist” both flopped - why? ‘Mist’ translates inGerman as “manure”. Fancy a glass of Irish manure?When Pepsi started marketing its products in China theytranslated their slogan, “Pepsi Brings You Back to Life” prettyliterally. The slogan in Chinese really meant, “Pepsi BringsYour Ancestors Back from the Grave.”When Parker Pen marketed a ballpoint pen in Mexico, its adswere supposed to have read, “It won’t leak in your pocketand embarrass you.” Instead, the company thought thatthe word “embarazar” (to impregnate) meant to embarrass,so the ad read: “It won’t leak in your pocket and make youpregnant”24 ISSUE 2/2012
mediakit 2012ADVERTISE IN AMCHAM “NEWS & VIEWS” MAGAZINE5.000 kninner cover - 7.000 knback cover - 8.500 kn1/1 page2.800 kn1/2221 x 271 mmformat with bleed90 x 240 mm 190 x 115 mm 90 x 115 mm 190 x 60 mm1/1 page format without bleed: 215 x 265 mm• VAT not included• Sponsored article - samepricing as advertising• Non-members pricing – baseprice + 50%• special aditional discounts formembersWEBSITE ADVERTISING2.800 kn1/2 1/4double page - 9.500 kn1.870 kn 1.870 kn2/11/45.000 kn436 x 271 mm flyer insertPrinting preparationPrepared ads can be delivered on CD or by e-mail. Ads should be in TIFF (300 dpi)or EPS format, in 1:1 ratio - according to above dimensions, in CMYK color model,fonts converted to curves.www.amcham.hr• advertising price is for a period of one quarter (3 months)• VAT not included• Non-members pricing – base price + 50%• Banners should be in .jpg format.For additional information, please contact: Vjekoslav Kalenski - info@amcham.hrPRICE 170x120 pixels 5.000 knA4PUBLISHERAmerican Chamber of Commercein CroatiaCIRCULATION1.500 copies per issuePUBLISHING SCHEDULEquarterlyDISTRIBUTION• Direct mailing to management ofAmCham member companies andother business partners and• various government and internationalinstitutions (in Croatia and abroad)– including diplomatic corps andAmerican Chambers in all Europeancountries• distributed at AmCham events• in the VIP lounge of the ZagrebAirportABOUT MAGAZINE• magazine is published in English• archive issues are available onlinein pdf format at www.amcham.hr/publications/RESERVATIONS ANDADDITIONAL INFORMATIONAmerican Chamber of CommerceMarina VugrinPhone: 01 4836 777Fax: 01 4836 776e-mail: office@amcham.hrAmerička gospodarska komora u Hrvatskoj, Radnička cesta 47, 10000 Zagreb • Poštarina plaćena u poštanskom uredu 10000 ZagrebE-BULLETIN ADVERTISING (Members only)Chamber’s E-bulletin is sent every week to 1500 e-mail addresses of senior managementof AmCham member companies and other business partners, as well asgovernment and international institutions. Available advertising space is limited andon a first-come first-served basis.• one-time announcement – promotional text (max. 600 characters includingspaces) and your company logo or other picture/photo - 750,00 kn + VAT• Special offer until the end of 2012: 3 announcements for the price of 2• E-bulletin sponsor – your logo published in every E-bulletin in the period of onemonth (4 issues) – 2.000,00 kn + VATMagazine of the American Chamber of Commerce in CroatiaNo. 2/2012www.amcham.hrNews&VIewsFor reservations and any additional info, please contact: Ms. Ivana Karavidović(events@amcham.hr).TISKANICA• AmCham Lunch with Minister Maras• AmCham Lunch with Minister Linić• Independence Day Picnic001_NASLOVNA.indd 1 4.7.2012 12:13:35
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